What was the inspiration behind Pure Green Franchise? My inspiration comes from my personal mission to make people health...
People know they should eat healthy, but lack accessible options
The global obesity epidemic is rampant with two billion people either overweight or obese. It is no surprise that nine out of every 10 Americans have a diet that is too high in sodium, refined sugar or trans fats and 75 percent of Americans don't eat enough fruits, vegetables and healthy fats. Processed foods are now considered one of the greatest causes of death and disability in America, and one out of every three people who suffer have poor diets.
The demand for healthy products is soaring, and people now place a higher premium on their health than ever before. However, misinformation in the general media and the emergence of confusing and transient diet fads like keto, paleo, and low carb diets make it difficult for most people to know where to turn for healthy options.
One trend that has remained true and consistent over the years is superfoods. Superfoods are nutrient dense foods that ounce for ounce contain exceedingly high concentrations of rich and vital nutrients. Yet, convenient locations where people can access high quality superfoods in the United States are few and far between.
Superfood nutrition combined with unparalleled taste
Enter the world of Pure Green Franchise. Pure Green Franchise is a juice bar franchise on a mission to build healthier communities around the globe and make Superfoods conveniently available. Pure Green's menu features handcrafted superfood smoothies, acai bowls, pitaya bowls, superfood infused steel-cut oatmeal bowls, cold pressed juice and cold pressed juice shots. Pure Green sources the highest quality ingredients with superfoods from around the world and has formulated products that fuel optimal performance with an unrivaled flavor profile.
Pure Green was founded in 2014 by wellness entrepreneur, Ross Franklin. Pure Green started with a single brick and mortar retail location in New York City and has since developed into an iconic omni-channel brand with national presence in 30+ states through its wholesale division and global plans for expansion through Pure Green Franchise.
While the wholesale business (Pure Green International Corp.) is separate from the franchise business, Pure Green's multiple divisions provide a distinctive advantage for its franchise division by streamlining the cold pressed juice manufacturing process. Pure Green Franchise offers direct ordering for Pure Green franchisees which is a distinctive competitive advantage for Pure Green Franchise.
Products with unparalleled taste & nutrition
With the mission to build healthier communities around the globe, we know taste is paramount. That's why we formulated all Pure Green products to have unparalleled taste and the highest levels of nutrition from our superfood ingredients in all Pure Green products.
~3MM total revenue from 5 retail locations
Pure Green retail stores have developed a devoted following of brand evangelists in New York City, one of the most competitive cities in the world. Pure Green cold pressed juice is sold in high-end hotels throughout the United States, consumed by dozens of professional sports teams and distributed to marquee locations across 30 states. The first Pure Green location opened in October of 2014 and grew to five corporately owned locations generating ~3MM total revenue in 2019 and increased year-over-year revenue by ~1MM from 2017 to 2018. Pure Green is now offering franchises across the United States and is aiming to open 50 franchised locations by December 31st, 2020.
Standards for guest hospitality
Pure Green refers to customers as "guests"
Warm, friendly and an engaging guest experience is at our core with a prime focus on hospitality and educating our guests on the benefits of the superfoods in all of our products. We have created an institute called Pure Green University (PGU) to teach and reinforce our standards for hospitality.
PGU teaches Pure Green team members and new franchise partners our standards for hospitality as well as our internal systems and processes for day-to-day operations. At PGU, the focus on the guest experience is paramount.
At Pure Green, we refer to the people who walk through our doors as guests, which has more of a hospitality driven sentiment. We train our team to not refer to people as customers, which has more of a transactional feeling.
"The goal is for us to treat every guest that walks into a Pure Green location like you would treat a friend in your own home."
- Ross Franklin, Founder & CEO of Pure Green Franchise
The demographic of Pure Green fluctuates depending on where a store is located. Pure Green locations that are situated in corporate areas attract a stronger corporate crowd while locations in stronger residential areas, attract fitness enthusiasts, health conscious consumers and people looking to move toward a healthy lifestyle.
Ideal target markets for Pure Green locations are based on high volume traffic areas. Corporate sectors, college towns and locations anchored by strong fitness centers and health oriented supermarkets are prime locations to open a Pure Green.
Scalable national master franchise model
Pure Green Franchise has five locations open in New York City with one location in construction and two additional corporately owned locations planned to open this year. Franchise locations are in development throughout Florida and Chicago, and we plan to enter five new states this year.
Pure Green Franchise encompasses a master franchise structure with plans for sub-franchisors in every state. Pure Green Franchise has already secured relationships with multiple sub-franchisors with groups that own or operate 100+ franchise units from one of the largest franchisors in the world.
Pure Green sub-franchisors add an additional layer of boots-on-the-ground support for Pure Green franchisees to ensure they receive the highest level of training, development and on-going support while minimizing the corporate overhead expense for the company. Sub-franchisors are also required to drive the sales of new franchisees within their respected territories.
Pure Green franchisees pay an initial $30,000 franchise fee per unit, a 6%-7% royalty on gross revenue to Pure Green Franchise plus a national marketing fee of 2% gross revenue. One third of the royalty and half the franchise fee go to the sub-franchisor in the territory where franchisee opens. To date, two sub-franchisors have been secured. The sub-franchisor model is considered to be a more rapid strategy to grow a franchise and also requires less corporate overhead compared to the traditional franchise model.
The market is 'ripe' for Pure Green Franchise
Believe it or not, McDonald's and Burger King are not the largest franchises by store units. Subway is the largest QSR (Quick Serve Restaurant) franchise in the world with 42,000 store units. McDonald's and Burger King have 33,000 and 13,000 store units respectively.
The traction in the market achieved by Subway as a franchise speaks volumes to the opportunity of what is possible within the healthy QSR franchise sector.
Pure Green believes that the franchise market is ripe for a new healthy franchise to emerge and dominate the franchise industry. We have our sights set on becoming the pre-eminent healthy franchise in the world.
Distinctive advantages against the competition
Pure Green has distinctive advantages over other juice bar franchises:
1. Low initial investment for franchisees
Pure Green has a low initial investment compared to other juice bar franchises. This is a direct result of Pure Green franchisees not having to purchase expensive juicing equipment which helps to lower the start-up cost to open a Pure Green franchise.
2. Healthier products over the competition
Pure Green has lower sugar and calories in its products compared to other competitors. In addition, Pure Green products include nutrient dense superfoods in all its products.
3. Nationally recognized brand
With Pure Green cold pressed juice being sold in over 30 states through our wholesale division, brand awareness is high which is beneficial for franchisees opening in new markets.
Building healthier communities around the globe
The vision for Pure Green started with our mission to transition the mainstream population into a healthy lifestyle and has evolved into building healthier communities around the globe.
We have committed to the goal of signing on 50 new franchisees in 2020 and we are focused on doubling our total number of franchisees every year thereafter.
$1,796,000 raised to date*
*The business of the company was previously operated as part of Pure Green International Corp, which raised $1,796,000 through the issuance of convertible promissory notes. The company spun out of Pure Green International Corp and operates as a separate entity.
Since becoming a separate entity, the company has not conducted any capital raises. With additional funding we will be able to scale the business with the target of 50 signed franchise locations by the end of 2020.
Meet Ross Franklin
Ranked as one of the top five wellness entrepreneurs in 2019 by Thrive Global, Ross Franklin, has two decades of experience building top tier brands within the health and wellness industry. Read Franklin's Superheroes profile on Republic.
Franklin is a featured keynote speaker and sought after presenter at industry events like JuiceCon hosted by Good Nature, the annual cold-pressed juice conference which took place in Miami, Florida last year.
Pure Green is a strong supporter of eco and sustainability. We partner with Beam Impact to allow our guests to select charities that are focused on community-based recycling and composting programs. Pure Green franchise donates 1% of revenue from Beam Impact users and gives to worthy foundations like the Lower East Side Ecology Center which works toward a more sustainable New York City.